https://www.cnet.com/news/apple-samsung-steal-ces-2019/

Even with all of that, Apple and Samsung -- two of the most powerful companies in tech -- managed to generate some of the biggest buzz in Las Vegas. They didn't even have to hold major press events to get attention for their news. 

In the case of Apple, it started letting TV makers like LG and Vizio access its AirPlay and HomeKit technology, and Samsung's 2019 TVs will even come with iTunes built in. Playing nice with the world's biggest TV makers is natural step for Apple ahead of the launch of its long-rumored streaming video service.